The results of a competitive analysis revealed that most competitors had similar brand offerings that didn’t completely match audience search terms. We used this gap as an opportunity to set a solid foundation for Resurgent’s content strategy.
Digital Guides for Financial Education
We identified the most commonly searched keyword terms and created digital guides as landing pages around these search queries. The two financial education digital guides shared valuable information with customers, and this helped to position the brand as professional, knowledgeable, and most importantly, courteous. Every client was given the option to subscribe to whichever digital guide best fit their needs, and they would then receive weekly personalized newsletters straight to their inbox.
Credit and Debt Simplified
The guide, “Credit and Debt Simplified,” provided potential customers with the basics of good debt and bad debt. One of our goals with this content was to educate readers without selling or coming off as judgmental. For this purpose, we implemented language that was empathetic but still set clear boundaries. The guide empowered potential clients with knowledge and gave an actionable next step at the end.
Consumer Guide to Credit Reporting
The guide, “Consumer Guide to Credit Reporting,” answered frequently asked questions and explained the difference between credit scores and credit reports. FAQ style landing pages and guides served two purposes:
Firstly, they addressed customer queries directly and in a simplified manner.
Secondly, they included keywords and search terms that helped improve Google rankings.
Humanizing Client Communication Through Email Marketing
Email was another channel that was successful in establishing this financial company as a trustworthy and client-focused brand. This is what we were able to achieve:
- Regular communications and brand touchpoints helped to build awareness of the brand. Thanks to positive messaging, potential customers started to associate the brand as a professional and courteous provider of financial services
- We humanized the brand through empathetic and friendly content. Email headlines included: “we’re proud of you” and “your partner in financial recovery”. Email sign-offs were from “your supportive team…”
- The email strategy helped increase levels of trust between the customer and the financial service provider. The messaging used in the emails was consistent and underpinned brand values
- Social media links were included in the footer to encourage customers to follow. Infographics were used to simplify the overall design of the email. An easy-to-read, easy-to-digest email was more likely to be read and engaged with